content marketing

  In prehistoric times, people relied on images alone to convey a story. In the Information Age, images have great significance in every form of communication along with words. It’s a designer’s job to present both imagery and words together in impactful and original ways. Connecting with an audience using high-quality images that are paired with content raises the profile and perception of a business, which in turn, builds trust and respect. Here’s how to...

How to Use Images and Pair Them with Headlines

Generating content that appeals to a variety of audiences is among the more perplexing aspects of B2B writing. The high-level, highly scannable copy favored by chief executives likely will disappoint the detail-oriented practitioner in need of instruction, not just insight. That’s why it’s critical the intended audience and/or personas for any content marketing be well defined. What also is important, and sometimes overlooked, is the writer’s comfort level with a given topic. Does this person...

The B2B Writer, Reader and ‘New to Know’

Before my recent move to temporary housing, I gave away all of my gently worn dinnerware … except for a few favorite mugs that, unlike others, keep my tea hot and four pasta bowls that proved indestructible. I’ve since been searching online for the perfect replacement dinnerware set for use in my new forever home that is due to be ready this summer. I’ve been fervently researching mass-produced dinnerware to assure a purchase that will...

Building Trust, Not Just Brand Recognition

The pandemic forced B2B content marketing campaigns to pivot as technology trends accelerated and public health orders altered both corporate practices and consumer habits. Those problems with content marketing will continue into 2021. Other issues, though, existed long before COVID-19 came on the scene. Projects have long gone off the rails, and clients have resisted good advice for probably as long as it’s been given. It can throw off our creative mojo and ABM goals...

The Problems with Content Marketing

So, who’s working today? No, really. What adult among us is able to dive into deep work for hours on end? If you are, I have a favor to ask: Can you help me come up with appropriate holiday greeting card copy? I’ve been tasked by a client in the healthcare space to come up with the words to accompany the annual holiday cards its sales teams send to hospital clients. This is among the...

Getting Through Today … and Tomorrow

The custom content order made it clear this piece of content marketing would be a challenge. Not because of the topic—pharmacogenomics—but because of the target audience: pretty much everyone in healthcare. And I had 750 words to satisfy senior executives, clinicians and frontline IT professionals. Anyone in content marketing will tell you that’s a tall order. Executives think strategically and seek top-line information to make better informed decisions around organizational growth. Those further down the...

5 Ways to Ensure Your Content Marketing Lands Well

Your company has its values established and adheres to them … right? And if they do, as an employee, you know your company’s values and abide by them … right? (Even better for all if your personal values align with those of your company.) “Yes” and “yes” should ideally be your response.  The core standards that companies embrace are what shapes the essence of their identities. These standards, or values, support a vision that create their...

The Importance of Upholding Company Values

Here’s the truth: I skip over your online content marketing (blogs, media announcements, videos, knowledge center resources, websites, social media posts and more) when your imagery, or lack of, fails to capture my attention. And, as a career creative director, it’s not a unique response that just I experience; it’s a universal human response.  People react to and process visual data better than any other type of content. The human brain processes images 60,000 times...

Hey, Look at Me! Why and How to Leverage Imagery in Content Marketing

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